How to gain consumers’ trust and keep it

How to gain consumers’ trust and keep it

Like many private label pundits, Don Stuart believes that private brands are on a roll. Stuart, the managing partner of Wilton, Conn.-based Cadent Consulting Group, predicts that private brands could grow eight market share points in the next 10 years, “which is an incredible rate from where we have been,” he says.

But there’s one thing that could deflate the boom, Stuart adds.

“Trust,” he says. “Trust really matters.”

If products don’t taste good or lack quality, if products aren’t delivered on time, if customer service is lousy … then trust erodes.

“If you lose trust, it takes a long time to earn it back,” Stuart relates.

I asked Stuart: What’s harder — gaining the trust of consumers or keeping that trust?

He didn’t really have an answer, which was understandable. Gaining consumers’ trust and maintaining it are both mountains to climb. But in this case, it’s really about climbing one mountain to get another … and another … and another … and … you see where I’m going with this.